The Safer Online Gambling Group (SOGG) is set to partner with GVC Holdings, as part of GVC’s “Changing for the Bettor” campaign.

GVC will fund SOGG, so the company can develop digital therapy tools for those who show signs of problematic play.

The “Changing for the Bettor” campaign, which was founded by David and Adam Bradford, looks to tackle issues of gambling harm head on.

SOGG will now support GVC in the campaign’s research, education and treatment programme.

David, a former gambling addict, said: “Online gambling became a devastating addiction for me. In many cases, an addict will not know they have a problem until it’s too late.

“Psychologically, it takes you over. GVC’s commitment to funding pioneering treatment centres and exploring technologies that may stem a problem in the making is good news, and I’m pleased they have asked SOGG to work alongside them.”

Grainne Hurst, GVC’s Director of Responsible Gambling, said: “We believe it is vital to increase collaboration between operators, regulators and independent treatment providers and are very pleased to be able to partner with SOGG and support their development of digital therapy tools to treat problem gambling behaviour.”